tdg -The Design Group - Going Global Skills presentation.pdf · 2013-04-23 · tdg -The Design...

tdg -The Design Group

Influencing how people choose brands

September 2012

tdg specialises in Branding, Packaging, Packaging Implementation & Shopper Marketing for both physical and digital FMCG environments.

We believe that these disciplines are increasingly complimentary and consider them ‘as one’.

tdg’s Design Implementation Team is ISO9001 qualified – we can offer a competitive cost matrix structure to handle range extension projects /multiple SKU projects.

Brand consultancy - FMCG sector design specialists

Core competencies:

Packaging Design

Packaging design Implementation

Shopper Marketing

6 decades of design excellence

Diverse category and market experience

Offices in Geneva, Newcastle (HQ) and London

50 talented individuals in the TDG team

Multi Award-Winning

About us

design effectiveness

award winner

Our Journey

…with shoppers, consumers and brands

Early beginnings

Early beginnings

Early starts

Early starts

In the day to day

In the day to day

Taking a break

Taking a break

Feeding the family

Feeding the family

Treating the family

Treating the family

Pampering themselves

Pampering themselves

Looking after themselves

Looking after themselves

Building a home

Building a home

Our Approach

The scale of the challenge in FMCG

The scale of the challenge in FMCG

25,000 - 40,000 different products in a typical supermarket

Source: Jugger (1999)

only 39 items find their way into the average basket

A shopper may pass by up to 300 brands in one minute

A fraction of a second for a single product to grab shopper’s attention and spark purchase

Effective communication

The design of key touch points must be optimised so as to:

STOP… the shopper in their tracks by standing out from the crowd

HOLD… their attention by being engaging and relevant to them

CLOSE… ensure a particular ‘activation’ behaviour takes place (e.g. product purchase, coupon redemption, click-through, etc…)

Decisions, Decisions, Decisions…

Shopper behaviour

“60-90% of decision-making is driven by subconscious activity in the brain”

Source: Lindstrom, Buy.ology (2008), various other

Knowledge & Insight

Knowledge Transfer Partnership

Formal collaboration with leading academic institution in the UK

to understand consumers’ ‘emotional’ and ‘instinctive’ relationship

with FMCG brands.

*Source Devises (2000)

The Shopper’s subconscious ‘Radar’ - How design can influence decision making

Brand

…and Category

Shopper

…and Consumer

Retailer

…and Environment

We consider…

Decision point(s) Brand (& Category)

• Understand strategic goals

• Review landscape - category cues & sector characteristics

• Evaluate competitor set

• Identify opportunities for differentiation

Brand

…and Category

Shopper

…and Consumer

Retailer

…and Environment

We consider…

Decision point(s) Shopper (& Consumer)

Understand: Who, When, Why, How • Lifestyle & trends

• shopping behaviour (e.g. mission-types, typical journey to shelf, etc…)

• motivational triggers

• subconscious influences

Brand

…and Category

Shopper

…and Consumer

Retailer

…and Environment

We consider…

Retailer (and Environment) Where - Online OR Offline (integration) • Practicalities (Constraints / mandatories /

guidelines)

• Highlight opportunities to stand out from the crowd

Decision point(s)

Branding and Packaging Design

Influencing the First Moment of Truth

June 2012

Client Procter & Gamble

Markets Pan European

Brief Evolve the packaging design of a range of leading P&G brands to visually capitalise on the company's official sponsorship of the London Olympic Games and promote Britishness whilst retaining each brands' unique personality Design Implementation Tdg’s design Implementation team worked with our creative team’s approved core packaging design and worked it across all SKU’s in range for each Brand. Results The new packaging designs helped launch the P&G Olympics campaign successfully in leading retailers

Insight – The feel good factor of patriotism extends to every aspect of life

Client Dr Oetker

Market UK

Brief Reverse a declining sales trend Design Implementation Tdg’s design Implementation team worked with our creative team’s approved core packaging design and worked it across all SKU’s in range. Results Moved from No.3 to No.1 to secure leadership of frozen pizza category Increased brand sales from £30m to £60m over 12 months 24% growth in market share 2009 Design Effectiveness Award Winner

Insight – Frozen has it’s own unique category language

Before After

Bringing the proposition to life

Consistent architecture

Standard template agreed for nutrition, GDA, cooking instructions etc

Consistent architecture Freestanding Chicago Town logo, black background, brighter variant colour coding etc

Tone of voice

design effectiveness

award winner

Client

Nestle

Markets

Global

Brief Create a compelling gifting proposition for the Smarties brand in International Travel Retail by partnering with Disney and creating structural concept, packaging graphics and providing advice on the creation of a range of collectable character toys to be included as a premium with each of three pack themes

Results Launched Spring 2012

Insight – Brands in travel retail need a little visual magic to stand out on shelf

Client

Tayto

Markets

UK

Brief Combine the new Golden Wonder brand equities (created by TDG) with those of Heinz Tomato Ketchup and HP Sauce to create two new Limited Edition flavour variants and apply to Individual and Multi-Pack formats – tdg’s Deisgn Implementation team keeping the project costs low by working with the approved design and implementing across all SKU’s.

Results Launched Spring 2012

Insight – Much loved brands can jump categories

Case Studies

How we influence the way people choose brands

P&G Olympic Games

In Superdrug

Key Facts • P&G’s 1st MBCI with Superdrug for 2 years

• P&G’s biggest ever MBCI with breakthrough display (over 5,000 sites agreed)

• Olympics point promotion across all 2,000 P&G products in all 20 brands and 11 categories in Superdrug

• Over 1,000 incremental POS items sold in via Retail X Team

Superdrug Olympics

Online

Headers

Wobbler Security Cladding

Aisle Fins

Consumer Leaflet

Gondola End

*Getting the Olympic look Each month would focus on a different regime in the ‘look’. e.g. March: Skincare – Olay April: Haircare – Pantene

May: Make-up – Max Factor

Headers

Consumer Leaflet

Gondola End

April: Jessica Ennis recommends Olay Complete

May: Kerri Anne Payne recommends Max Factor Mascara

June: Chris Hoy recommends Gillette Pro-Glide

Window Poster

Online

Superdrug Olympics

Headers Superdrug Olympics

Gondola Ends (per Category) BLIPS (per Category)

Superdrug Olympics

In-Store-P&G Displays Dates: 9th May -5th June

Day 1 Activation: South & London

Superdrug Olympics

In-Store-P&G Displays Dates: 9th May -5th June

Day 1 Activation: South & London

Superdrug Olympics

In-Store-P&G Displays Dates: 9th May -5th June

Day 1 Activation: South & London

Superdrug Olympics

PGP Himalaya launch

in Makro

Background To professionalise PGP FMOT & SMOT to win with Professionals. Launch - Makro Event – Live February 2012

Objectives Dial up the PGP specialist range of Laundry products that target the Professional market. To drive awareness of the range and the communication of the 5 core benefits .

Makro New PGP Laundry Launch

FMOT: Packaging Design

Design & illustration of the

Himalaya benefit KV &

HORECA icons

Creative Adaptation/implementation

Adaptation of master visual for all pack formats

Makro Shopper Journey

Makro CRM campaign

Makro online http://store.makro.co.uk/

Print Ads & E-Blast

Microsite

http://www.professional-laundry.co.uk

Online Banners

Caterer and Hotel Keeper Big Hospitality

Don’t just take our word for it!

“Excellent work in record timings!!!! And as ever – right on brief”

“Working with TDG is great, they bring innovative thinking and fresh ideas to a brief. They also offer that unique combination of both fantastic design and excellent customer service”

“You guys are heroes – always there when we need you – giving us the great strategic creative and service which has helped us get to the No1 spot…and you’re a pleasure to work with too!”

“You make our life so much easier. With you guys, it’s effortless”

Client Testimonials

Ranked by clients within top 15

leading agencies when it comes to Strategy

and Client Service*

*Biggest ever agency reputation survey, conducted by YouGov, in which 700 UK Brand Managers were asked to identify and evaluate their agency’s performance.

Unprompted client recognition

tdg -The Design Group

Influencing how people choose brands

Contact

Name: Jeremy Hall – Managing Director Email: jerry.hall@tdgbrand.com Tel: +44 (0) 191 284 5334 Mob: +44 (0) 771 317 5426

www.tdgbrand.com